The twilight is cold, the global epidemic is raging, and the epidemic in many parts of the country has fought back, making this cold winter feel depressed, but it is full of warmth and true feelings.
Just like the 2021 car market that just passed, due to the lack of core haze, repeated epidemics and other troubles, the 100,000-yuan traditional fuel vehicle market has become an absolute red sea of fighting. However, the Jetta brand, which is just over 2 years old, has successfully torn open a hole and broken through the trend by focusing on users, innovating and innovating, and successfully breaking through the trend and winning the car market!
With 8.9% growth, it has become the new brand with the fastest sales growth
It is understood that the just-concluded December 2021 Jetta brand achieved a record high of 19,356 units of monthly sales, the annual cumulative sales of new cars 169,000 units, an increase of 8.9% over last year, fuel vehicle market share accounted for 1.0%, the Jetta brand into the coverage of the market TOP5 impressive performance. After the brand independence, the total sales volume reached 380,000 units, which can be said to be the new brand with the fastest sales growth in horizontal comparison.
From the hit of the listing in 2019 to the strong performance of the platform period in 2021, from swaddled babies to toddlers, the Jetta brand has consolidated the brand building step by step, just as Wang Hao, general manager of the Jetta brand sales division, said before, although we are young, we have written history, and we have a sense of mission in our bones that vows to do a good job of the Jetta brand. We are the fastest growing new brand in the Chinese passenger car market over the past decade!
In fact, a closer look will find that in the 100,000-yuan market segment where jetta was located last year, almost all the brands that sold well had new models launched, and the heat was very high, but how did jetta achieve counterattack without the launch of new models?
Next, let's talk about the reasons why jetta brand sales can grow against the trend, mainly the following three points.
Gain insight into the real needs of users and build new product plans
In the absence of new models, the Jetta brand returns to the origin of marketing, develops scenarios based on the needs of users, and explores a product planning path that is in line with the brand's development strategy.
With the rapid rise of young consumer trends, the Jetta brand listens to the voices of users and has successively launched personalized new cars such as VS7 Panda Edition, Black Feng Edition, Jetta VS5 2022 model, etc., renovating the interior and exterior decorations, adding trend temperament and delicate texture, which is deeply loved by young users.
Among them, the Jetta VS7 Black Front Edition has a very textured manganese black body, with an "armor-style" blackened air intake front grille, 18-inch aluminum alloy smoked black wheels, full of dynamics; the panda version of the polar body-in-white body and blackened parts have a strong visual contrast, increased fashion attributes, and the interior dashboard and door panels are supplemented by refined leather interiors, and the details are remarkable. The new Jetta VS5 2022 model is equipped with an 8-inch LCD instrument, chrome buttons on the window, and the sense of technology and practicality has been upgraded again.
Adhere to the Quality of Virtue, based on the reputation of users
User recognition is the cornerstone of sales, and rising sales reflect customer recognition. The biggest secret of Jetta's transformation from a car to a brand is the user reputation of high-quality German products.
The Jetta SUV, which inherits the excellent Volkswagen quality, is manufactured at the FAW-Volkswagen Chengdu plant, and the extremely lean car manufacturing process ensures the Ashkenazi ancestry of each product. With the help of Volkswagen's famous MQB platform, equipped with the classic "Volkswagen three major pieces" and reliable practical configuration, Jetta will achieve the ultimate quality, lay a solid foundation for product breakthroughs, and also allow Jetta to occupy a strong competitiveness in the surging market. Today, jetta not only has a complaint rate per 100 cars far lower than that of core competitors, but also won the first place in the 2021 China Quality Association User Satisfaction Index.
Continuous innovation, towards the "more Chinese public" progress
In the closer and deeper interaction with users, Jetta adheres to the "user-centric" and unremittingly strives towards the "more Chinese public".
In October 2021, the Jetta brand, Moss Zhilian and Zebra Zhixing reached a strategic cooperation. Based on the demand of young users for intelligent technology of vehicles and machines, the Jetta brand continues to exert efforts in the field of intelligent networking, and the vehicle-machine interconnection system of the Jetta VS5 2022 model is upgraded from We Link to J-Link, which is more technological. With the deepening of the tripartite cooperation between the Jetta brand, Moss Zhilian and Zebra Zhixing, JConnectOS 2.0, the next-generation intelligent networking product of the Jetta brand, will be assisted by Zebra Zhixing's AliOS operating system, and the intelligent network strength of the product will be comprehensively improved.
As Wang Hao introduced the focus of the force, Jetta will also spare no effort in styling, interior polishing to the extreme, only to present products that are more in line with the user's aesthetic tastes; research the most practical equipment and technology, so that every use scenario of the user can feel the technological innovation of the Jetta brand, the reputation of the "leather durable" product and the quality confidence of "real force, let the test"; in short, the Jetta brand does not do more "cheap" and more "low-end" volkswagen, but to be a more Chinese public.
On the whole, in just over two years, it has begun to stand firm in the fiercely competitive market, and the growth of Jetta's sales is not only the appearance of sales figures, but also its original intention of continuously building German real good cars for more people and Volkswagen's determination to deepen the Chinese market. I believe that the Jetta brand that understands Chinese users better, after the breakthrough and improvement in 2021, will steadily enter a new journey in 2022 and have a better future!